The ideology of public ministry in journalism

The article presents a conceptualization of the professional journalist’s ideology associated with participation in the affairs of the audience and the moderation of the public dialogue. The ideology of participation seems to be not only a little-known area in the studies of journalism as a social institution, but also the point of failure in reforming the media industry. The media industry in the mainstream today represents not vocation and not ministry, but marketing and customer service. The author characterizes the non-profit projects of Tomsk TV-2 as samples of civil activism and social journalism, and reflects why individual partnership with the state in the political sphere has not been worked out. Media activism is characterized as information flows commenting on current topics, as a way of involving non-professionals in journalism, as volunteering and ideological alternative to the traditional system or the media, and also as compensation for loss of old social and political journalism.